A Grand Project On Comparative study of Emotional and Rational Appeal in T.V.

Advertisement
Submitted To Gujarat Technological University Ahmadabad.

In partial fulfillment of the requirement of MBA program of Gujarat Technological University (Batch: 2010-12) SUBMITTED BY: Sojitra Jignesh Kotadiya Vishal Project Guides: Prof. Arti Joshi College R.K. College Of Business Management Kasturbadham Rajkot-360020

`
1

ACKNOWLEDGEMENT we have great pleasute and excitement in presenting the grand project report on "Comparative Study of Emotional and Rational appeal in T.V. advertisement". we take the opportunity to thank all those who have directly or indirectly helped us in the successful completion of this projedt. We are extremely grateful to Prof. Arti Joshi for guiding us throughout the project and giving us the opportunity to work upon specific field to improve our knowledge about advertising. We appreciate her efforts and readiness to help throughout the project to make it more presentable and valuable. She has been a mentor and guide who has been providing support, guidance, timely suggestions, explicit decisions, and has been sharing immense knowledge without which the successful completion of this project would not have been possible. we would also like to extend thanks to Mr. Hitanshubhai, computer lab in-charge for his support in my work. Last but not the least, we also thank our classmate and our juniors for their support and help in doing our project effectively.

Signature:Jignesh Sojitra Vishal Kotadiya

EXECUTIVE SUMMARY:

Ever since I joined MBA I have always been fascinated with advertising which led me to do this project. This study is combination of advertising and consumer behavior research. Through this project I am going to make an effort to study the effect of advertising appeals on consumer behavior. Advertising has undergone a sea-change over the past few years. Now-a-days every company wants to capture the attention of the consumer and so every penny spent on advertising by a consumer is a well thought of and informed decision. In this cluttered environment, it is increasingly difficult for the advertiser to predict which advertising appeal will work and which will not. The aim of this study is to find out the effectiveness of advertising appeals (emotional and rational) in the minds of the consumers. I did the study on that by showing some advertisements in which some are emotional advertisement and other are rational. By showing them I have tried to find out which advertising appeal is more appealing to the consumer and whether gender has a role to play in preferences towards rational and emotional appeals.

Chapter 1 : Objective
The aim of this study is to find out the effectiveness of advertising appeals (emotional and rational) in the minds of the consumers.

To find out whether the gender plays an important role towards rational and emotional appeal.

By comparing, emotional & rational appeals subsequently, it will be studied which out of the two is more effective for the different category.

Chapter 2 : Introduction
The Indian advertising industry is talking business today. It has evolved from being a smallscale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map. Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in business has lead to a consecutive boom in the advertising industry as well. A once-flagging advertising industry is booming in India. It has become fiercely competitive and one of the country's fastest-growing economic sectors. Television, movie, video and radio jingles, newspaper and magazine advertising and neon-lit billboards in the cities are fueling a revolution in consumer products and spawning new styles of living - changing food habits, fashions and home decor. Catering to Middle Class This new advertising is pleasing the growing middle class - which is estimated at about 150 million people, one of the largest target populations in the world, after that of the United States. But it is drawing criticism from Indians concerned that it could sharpen social tensions in a country with so many poor people. In the past two years, companies such as Saatchi & Saatchi, D'Arcy Masius Benton & Bowles and Leo Burnett have signed affiliation agreements with Indian firms, providing what industry spokesmen describe as greater sophistication and effectiveness to advertising campaigns. More and more of the advertising is done on television. In the last four years, television has reached out to more than 100 million Indians, providing entertainment, education and Government propaganda. But sociologists say they are horrified because the television jingles favor an urban style of living and embitter people who cannot afford to buy the products. There are many research are being done on the advertising. It is necessary for any advertising agency to know that which advertising appeal will be appropriate for the particular product or the service. The company needs to see the behavior of consumer and according to that it should make advertisement.

Chapter 3 : Advertising as a marketing tool

3.1 History of Advertising In order to understand what the advertising industry is today, it is helpful to appreciate where it has come from.. Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century, which included line or classified advertising. Simple descriptions, plus prices, of products served their purpose until the late nineteenth century, when technological advances meant that illustrations could be added to advertising, and color was also an option An early advertising success story is that of Pears Soap. Thomas Barratt married into the famous soap making family and realized that they needed to be more aggressive about pushing their products if they were to survive. He launched the series of ads featuring cherubic children which firmly welded the brand to the values it still holds today. he took images considered as "fine art" and used them to connote his brand's quality, purity (ie untainted by commercialism) and simplicity (cherubic children). He is often referred to as the father of modern advertising. However, it was not until the emergence of advertising agencies in the latter part of the nineteenth century that advertising became a fully fledged institution, with its own ways of working, and with its own creative values. These agencies were a response to an increasingly crowded marketplace, where manufacturers were realizing that promotion of their products was vital if they were to survive. They sold themselves as experts in communication to their clients - who were then left to get on with the business of manufacturing. World War I saw some important advances in advertising as governments on all sides used ads as propaganda. The British used advertising as propaganda to convince its own citizens to fight, and also to persuade the Americans to join. No less a political commentator than Hitler concluded (in Mein Kampf) that Germany lost the war because it lost the propaganda battle: he did not make the same mistake when it was his turn. One of the other consequences of World War I was the increased mechanization of industry - and hence increased costs which had to be paid for somehow: hence the desire to create need in the consumer which begins to dominate advertising from the 1920s onward. Advertising quickly took advantage of the new mass media of the first part of the twentieth century, using cinema, and to a much greater extent, radio, to transmit commercial messages. You can listen to some early radio advertising here (RealPlayer req'd). This was beginning to show signs of working effectively in the 1920s but the Wall St crash put an end to widespread affluence, and the Great Depression and World War Two meant that it was not really until the 1950s that consumers had enough disposable income to really respond to the need creation message of advertisers.
6

The 1950s not only brought postwar affluence to the average citizen but whole new glut of material goods for which need had to be created. Not least of these was the television set. In America it quickly became the hottest consumer property - no home could be without one. And where the sets went, the advertisers followed, spilling fantasies about better living through buying across the hearthrug in millions of American homes. The UK and Europe, with government controlled broadcasting, were a decade or so behind America in allowing commercial TV stations to take to the air, and still have tighter controls on sponsorship and the amount of editorial control advertisers can have in a programmer. This is the result of some notable scandals in the US, where sponsors interfered in the content and outcome of quiz shows in order to make their product seem, by association, more sexy. See the excellent Quiz Show (1994), directed by Robert Redford which deals with the disillusionment of the American people. Unhappy with the ethical compromise of the single-sponsor show, NBC executive Sylvester Weaver came up with the idea of selling not whole shows to advertisers, but separate, small blocks of broadcast time. Several different advertisers could buy time within one show, and therefore the content of the show would move out of the control of a single advertiser - rather like a print magazine. This became known as the magazine concept, or participation advertising, as it allowed a whole variety of advertisers to access the audience of a single TV show. Thus the 'commercial break' as we know it was born.

3.2 Advertising Definition "Advertising is the non personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovee, 1992, p. 7) So much for academic doubletalk. Now let's take this statement apart and see what it means. NONPERSONAL First, what is "non personal"? There are two basic ways to sell anything: personally and none personally. Personal selling requires the seller and the buyer to get together. There are advantages and disadvantages to this. The first advantage is time: the seller has time to discuss in detail everything about the product. The buyer has time to ask questions, get answers, and examine evidence for or against purchase. A second advantage of personal selling is that the seller can see you. The person he is 'selling to. He can see your face; see how the sales message is getting across. If you yawn or your eyes shift away, you're obviously bored, and the seller can change approach. He can also see if you're hooked, see what features or benefits have your attention, and emphasize them to close the sale. Finally, the seller can easily locate potential buyers. If you enter a store, you probably have an interest in something that store sells. Street vendors and door- to-door sellers can simply shout at possibilities, like the Hyde Park (London) vendors who call out, "I say there, Guv'nor, can you use a set of these dishes?", or knock at the door and start their spiel with an attention grabber. From there on they fit their message to the individual customer, taking all the time a customer is willing to give them. Disadvantages do exist. Personal selling is, naturally enough, expensive, since it is laborintensive and deals with only one buyer at a time. Just imagine trying to sell chewing gum or guitar picks one-on-one; it would cost a dollar a stick or pick. In addition, its advantage of time is also a disadvantage. Personal selling is time- consuming. Selling a stereo or a car can take days, and major computer and airplane sales can take years. Nonetheless, although personal selling results in more rejections than sales, and can be nerveracking, frustrating and ego destroying for the salesperson, when the salesperson is good it is more directed and successful than advertising. From the above, it appears that personal selling is much better than advertising, which is non personal. This is true. Advertising has none of the advantages of personal selling: there is very little time in which to present the sales message, there is no way to know just who the customer is or how he is responding to the message, the message cannot be changed in midcourse to suit the customer's reactions.

Then why bother with advertising? Because its advantages exactly replace the disadvantages of personal selling and can emulate some of the advantages. First let's look at the latter. First, advertising has, comparatively speaking, all the time in the world. Unlike personal selling, the sales message and its presentation does not have to be created on the spot with the customer watching. It can be created in as many ways as the writer can conceive, be rewritten, tested, modified, injected with every trick and appeal known to affect consumers. (Some of the latter is the content of this book.) Second, although advertisers may not see the individual customer, nor be able to modify the sales message according to that individual's reactions at the time, it does have research about customers. The research can identify potential customers, find what message elements might influence them, and figure out how best to get that message to them. Although the research is meaningless when applied to any particular individual, it is effective when applied to large groups of customers. Third, and perhaps of most importance, advertising can be far cheaper per potential customer than personal selling. Personal selling is extremely labor- intensive, dealing with one customer at a time. Advertising deals with hundreds, thousands, or millions of customers at a time, reducing the cost per customer to mere pennies. In fact, advertising costs are determined in part using a formula to determine, not cost per potential customer, but cost per thousand potential customers. Thus, it appears that advertising is a good idea as a sales tool. For small ticket items, such as chewing gum and guitar picks, advertising is cost effective to do the entire selling job. For large ticket items, such as cars and computers, advertising can do a large part of the selling job, and personal selling is used to complete and close the sale. Advertising is non personal, but effective.

COMMUNICATION Communication means not only speech or pictures, but any way one person can pass information, ideas or feelings to another. Thus communication uses all of the senses: smell, touch, taste, sound and sight. Of the five, only two are really useful in advertising -- sound and sight. Smell Smell is an extremely strong form of communication. However, when it comes to advertising, it is not very useful. A smell can immediately evoke memories. Remember times when you've smelled something and what memories came to your mind. The smell could be a perfume or aftershave that reminds you of Sheila or George. It could be popcorn, newly mown grass, char-broiling steak, or roses. Any smell can conjure up a memory for you. However, that is smell's greatest problem for advertising. Although a smell can evoke a memory, everyone's memories are different. For example, the smell of hay in a cow barn always reminds me of my grandfather's farm in Indiana and the fun I had there as a child. To others, however, that same smell makes them think a cow had an accident in the living room, not at all the same response as mine. If an advertiser wanted to make me nostalgic about farms and grandparents, the smell would be perfect. To others the smell might evoke ideas of cow accidents or the pain of having to buck bales on a hot summer day, neither image of much use in making a product appealing. The point is, the effect of using smell in advertising cannot be controlled by the advertiser. Although many people smell the same things, what they associate with those smells varies with each person. Without some control, smell is a very weak form of communication for advertising. Touch Touch has a limitation that makes it of little use to advertising -- the customer has to come in actual contact with the item to be touched. Thus the item must actually exist and be put in a medium that can carry it. This puts touch more in the realm of personal selling than advertising. It is possible to use touch for a limited number of products. For example, samples of cloth or paper can be bound into magazines. The potential customer can thus feel percale or the texture of corduroy, tell through touch the difference between slick magazine stock, embossing, Classic Laid or 100% rag paper. However, for the majority of products touch is useless for advertising.

10

Taste Taste is probably the least useful communication channel available to advertising. Like touch, taste requires the potential customer to come in actual physical contact with the product. However, taste is even more limited than touch. There are few products other than food for which taste is a major selling point, and there is virtually no medium in which an ad can be placed that people are likely to lick; I'm sure few people are going to lick a magazine page or the TV screen, nor get much sense of what the product tastes like from them. It is possible to use direct mail, sending samples to homes, but that is an expensive way to advertise. Thus, taste is much more effective in personal selling, such as sampling foods in supermarkets or in door-to-door sales. The remaining two senses, sound and sight are the most effective and easily used channels of communication available to advertising. For these reasons virtually all advertising relies on them.

Sound Sound is extremely useful for advertising. It can be used in a variety of media, from radio and television to the new technology of binding micro-sound chips in magazines to present 20second sales messages. It is also capable of presenting words and "theatre of the mind." Words, the method by which humans communicate their ideas and feelings, are presented by sound, by speaking aloud. Through the use of words it is possible to deliver logical arguments, discuss pros and cons, and evoke emotions. More, through the use of sound it is possible to create what is called "the theatre of the mind." What this means is that sound can conjure in the listener's mind images and actions that don't necessarily exist. For example, if you want to create before the mind's eye the image of a party, you need merely use the sound effects of people talking and laughing, the tinkle of glasses and ice, perhaps music in the background. Even easier, tape record a party and play it back. To evoke images of a soft spring day the sounds of a breeze rustling leaves, the chirrup of insects, the soft call of birds is sufficient. The listener's mind will take those sounds, combine them, make sense of them, and create an image suited to their individual taste. For example, a beer commercial may play the sounds of a bar in the background, and the listener may imagine themselves in their own favorite bar, and perhaps ordering that brand of beer. Thus sound, in the forms of words and effects, are quite useful to the advertiser in affecting a listener.

11

Sight Sight is arguably the most useful of the communication channels available to the advertiser. Through sight it is possible to use both words and images effectively. Words do not have to be spoken to be understood. They can be printed, as well. Although it is difficult to put in written words the emotional impact possible in spoken words, with their inflections and subtle sound cues, nevertheless written words are unsurpassed for getting across and explaining complex ideas or arguments. There is an additional factor in sight that makes it excellent for advertising. The old clich, "A picture is worth a thousand words," is correct. Think how long it takes to describe something as opposed to showing a picture of it. No matter how many words you use, some details will be left out that are visible at a glance. Thus sight can quickly and concisely show a customer what the advertiser wants them to see, be it a product or how buying the product can benefit them. In addition, the mind does not have to consciously recognize what the eye sees for it to have an effect on the subconscious. An advertiser can put many inconspicuous details into a picture that will affect a customer on the subconscious level. For example, a drop of water on a rose petal may not consciously register ("I see there's a drop of water on this rose"), but will unconsciously leave an impression of freshness and delicacy. A small child looking upward into the camera, unsmiling and eyes wide, gives an impression of sadness and vulnerability, not shortness. The five forms of human communication can be used to send any message to potential customers. However, not all five are equal. Smell, touch and taste are of little use, but sound and sight are of great value and effectiveness.

INFORMATION Information is defined as knowledge, facts or news. However, you should bear in mind that one person's information is another person's scam, particularly when advertisers talk about their products. Information comes in many forms. It can be complete or incomplete. It can be biased or deceptive. Complete information is telling someone everything there is to know about something: what it is, what it looks like, how it works, what its benefits and drawbacks are. However, to provide complete information about anything is time consuming and difficult. For example, to tell all about a car would require its appearance, manufacture and manufacturer, what percentage of parts are made in which countries, cost of upkeep, mileage (city and highway), cost (basic and with any and all combination of options), sales and excise taxes per state, preparation costs, insurance costs per state and local, ride characteristics
12

(noise by db interior and exterior, ergs required for steering and braking, relative comfort of seats, length of reach required to use controls, degrees of lean when cornering), acceleration, braking distance at many different speeds, etc.. All of this would require a documentary, not a commercial. Complete information is impossible to provide in an ads. Thus, for advertising, information must of necessity be incomplete; not discussing everything there is to know about the subject. In advertising, what appears is everything the writer thinks the customer needs to know about the product in order to make a decision about the product. That information will generally be about how the product can benefit the customer. There is, of course, the concept of affirmative disclosure. This concept requires an advertiser to provide customers with any information that could materially affect their purchase decision. Lewis A. Engman, FTC Chair in 1974, said: "Sometimes the consumer is provided not with information he wants but only with the information the seller wants him to have. Sellers, for instance, are not inclined to advertise negative aspects their products even though those aspects may be of primary concern to the consumer, particularly if they involve considerations of health or safety . . . " The Federal Trade Commission deals with such omissions by demanding affirmative disclosure of such information, and backs up their demands with the force of law. Bias is being partial towards something, feeling that something is better or worse than other things. Biased information about a product is that which emphasizes what is good and ignores what is bad about it. In advertising this is not only normal, but necessary. Of course an advertiser is biased toward their own product and against the competition: selling their product is the way they makes the money, and the competition's sales reduces that income. Thus any advertising will use words and images that show how good their product is and/or how poor the competition's is. This is biased information, but recognized and accepted by industry, regulators and consumers -- it is called puffery, the legitimate exaggeration of advertising claims to overcome natural consumer skepticism. However, sometimes the biased information goes beyond legitimate puffery and slips into deception, the deliberate use of misleading words and images. In other words, deceptive information is lying to the customer about the qualities of a product. Such deception is illegal, and the FTC requires the advertiser to cease and desist and, in some instance, to do corrective advertising to repair any damage.

13

PAID FOR
". . . paid for . . . " is pretty straightforward. If an ad is created and placed in the media, the costs of creation and time or space in the media must be paid for. This is a major area in which advertising departs from public relations. PR seeks to place information about companies and/or products in the media without having to pay for the time or space. PR creates news releases and sends them to news media in hopes they will be run. Often PR departments produce events that will be covered by news media and thus receive space or time. There is no guarantee that the media will run any of the PR material. Advertising doesn't have that problem. If time or space is bought in the media, the ads (as long as they follow the guidelines set down for good taste, legal products and services, etc.) will appear. The drawback is that ads are clearly designed to extol the virtues of products and companies, and any ad is perceived by consumers as at least partly puffery. PR pieces are usually not so perceived.

PERSUASIVE "Persuasive" stands to reason as part of the definition of advertising. The basic purpose of advertising is to identify and differentiate one product from another in order to persuade the consumer to buy that product in preference to another. The purpose of this book is to discuss some basic elements of persuasion.

PRODUCTS, SERVICES OR IDEAS Products, services or ideas are the things that advertisers want consumers to buy (in the case of ideas, "buy" means accept or agree with as well as lay out hard, cold cash). However, there is more involved in products or services than simply items for purchase. (During the following discussion, "products" will mean products, services and ideas unless otherwise noted.) A product is not merely its function. It is actually a bundle of values, what the product means to the consumer. That bundle may contain the product's function, but also the social, psychological, economic or whatever other values are important to the consumer. For example, let's look at a car. If the function of a car, transportation, is all that is
14

important, then manufacturers would need only build motorized boxes on wheels, and consumers would be happy with them. Such is obviously not the case: the number of models and types of cars is huge, and if consumers didn't demand the variety it wouldn't exist. Consumers must find factors other than mere transportation just as, if not more important. Perhaps the value is social. The type of car a person drives is often indicative of that person's social status. A clunker shows a lower status than a Rolls Royce. A sports car shows that a person is (or wishes to be perceived as) more socially active and fun-loving than a person in a sedan or station wagon. The type of car can even indicate which social grouping a person wants to be considered a part of: in the 1980s Volvos and BMWs were the car for Yuppies. Perhaps the value is psychological. Some cars may make a person feel safer, or sexier, or give them self-esteem or enjoyment. Since the purpose of this book is to discuss psychological values and how to appeal to them, I'll go no further at this point. Perhaps the value is economic. Some cars may be cheaper to run, give better mileage, carry more people or cargo, cause less damage to the environment. The above four values, functional, social, psychological and economic, can stand alone. However, for most consumers, the values are bundled together in varying proportions. How closely a product approximates an individual's proportion of values will often determine whether they will buy that product or not. Companies, through research, try to determine what values consumers want in their products, and then advertise to show how their product satisfies the customers' bundle of values better than competitors' products. To do this, the company must differentiate their product from competitors. There are three basic differentiations: perceptible, imperceptible, and induced.

Perceptible Perceptible differences are those that actually exist that make one product obviously different from others of the same kind. The difference may in color or size or shape or brand name or some other way. In any case, the consumer can easily see that this car or couch or camera is different from other cars or couches or cameras. Perceptible differences allow a person to make an instant identification of one product as opposed to another.

Imperceptible

15

Imperceptible differences are those that actually exist between one product and others, but are not obvious. For example, there are imperceptible but profound differences between CP/M, MS-DOS and Apple and MacIntosh computers. You can't simply look at a computer and tell which it is; machines can and usually do look alike. And yet buying either precludes being able to use software designed for the other. The same applied to Beta and VHS format VCRs. Although both are designed to do the same thing, there are differences between them that are imperceptible on the surface but preclude using the same tapes in both. There are other differences besides the size of the cassette: the machines use totally different ways of recording and playing back tapes. Beta records and plays back diagonally across the tape, VHS records vertically. Such a difference may seem small, but it means that anything recorded on Beta cannot be played back on VHS, and vice versa. Also, Beta's system used more tape per instant and thus had an advantage in the amount of information per inch of tape, meaning a better sound and picture but less available time. However, VHS overcomes its deficit by improved electronics and better processing of what information it gets per inch of tape. In addition, VHS (read RCA) managed to corner the market on rental tapes of movies (a major use of VCRs) and VHS has virtually killed off Beta (read Sony). All the differences between Beta and VHS are imperceptible: they are also crucial.

Induced For many products, there is no actual substantive difference between one and another. For many brands of cigarettes, beer, cleansers and soaps, rice, over- the-counter health products, etc., ad nauseam, there is essentially no difference between one brand and another. These products are called parity products. For these products, the only way to differentiate one from another is to induce that difference, to persuade people that there actually is some difference, and that difference is important to them. These differences are created through advertising, not through any inherent difference in the products, and that creation often uses the appeals and methods discussed in the bulk of this book.

Heidelberg, the working man's beer. Michelob, the sophisticated nightlife beer. Bud, the athletic beer. Bud Light, the sexy party beer. Miller Lite, the fun and funny beer. Coors, the environmental beer. Coors Light, the fast beer. All of these are images projected onto products that have virtually no difference between them (taste tests show that few people can tell one from the other, particularly after having a few of any). This approach depicts the product in association with a lifestyle. For example, soft drinks show people having fun, usually athletic fun (a root beer company countered this approach by calling itself "the sit down soft drink"). Beer ads show people having fun. Airline ads show people having fun.
16

(Notice a trend here?) They want you to think that if you use their product, you will enjoy the lifestyle depicted, and if you don't, you won't. Of course, the fact that the product is not necessary to the lifestyle is ignored. Another approach is to project an image on a parity product. Marlboro is rugged male, Virginia Slims is independent female, Benson & Hedges is intellectual, Camel is cool and sophisticated. That there is no real difference between one brand of cigarette and another is beside the point. The point is, if you want the image you must use the product. This image approach is so successful that a manly man wouldn't be caught dead (no pun intended) smoking Virginia Slims or Benson & Hedges -- he'd feel like a sissy wimp (or rather, that is what he thinks his friends would think he was). Parity products have the greatest difficulty differentiating one from another. They must rely on creating a trivial or even nonexistent difference in the bundle of values their target audience might find important to their purchase decision. However, if and once that difference is firmly established in the target audience's perception, a company can often rely on habit, brand loyalty and/or cognitive dissonance to get repeat business.

17

IDENTIFIED SPONSORS Identified sponsors means whoever is putting out the ad tells the audience who they are. There are two reasons for this: first, it's a legal requirement, and second, it makes good sense. Legally, a sponsor must identify themselves as the sponsor of an ad. This prevents the audience from getting a misleading idea about the ad or its contents. For example, many ads that appear in newspapers look like news articles: same typeface, appearance, use of columns, etc.. If the ad is not identified as such, the audience could perceive it as news about a product, rather than an attempt to persuade the audience to buy it. Case in point: what looks like a news article discusses a weight-loss plan. In journalistic style it talks about the safety, efficacy, and reasonable price of the product. A reasonable person might perceive the "article" as having been written by a reporter who had investigated weight-loss programs and decided to objectively discuss this particular one. Such a perception is misleading, and illegal. Since it is an ad, somewhere on it there must appear the word "advertisement" to ensure the audience does not think it is an objective reporting of news. Second, it makes good sense for a sponsor to identify themselves in the ad. If the sponsor doesn't, it is possible for the audience to believe the ad is for a competitor's product, thus wasting all the time, creativity and money that went into making and placing the ad.

VARIOUS MEDIA The various media are the non-personal (remember that?) channels of communication that people have invented and used and continue to use. These include newspapers, magazines, radio, television, billboards, transit cards, sandwich boards, skywriting, posters, anything that aids communicating in a non- personal way ideas from one person or group to another person or group. They do not include people talking to each other: first, talking is personal and advertising is non-personal; and second, there is no way to use people talking to each other for advertising--word-of-mouth is not an advertising medium, since you can't control what is said. (The best you could do is starting a rumor, which will undoubtedly distort the message in the telling, and is more the province of the PR department.) Thus, to repeat (in case you've forgotten by now), "Advertising is the nonperson communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media." Advertising is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, video games, the Internet (see Internet advertising), and billboards. Advertising is often placed by an advertising agency on behalf of a company.

18

Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and in-store public address systems. Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio. Some organizations which frequently spend large sums of money on advertising but do not strictly sell a product or service to the general public include: political parties, interest groups, religion-supporting organizations, and militaries looking for new recruits. Additionally, some non-profit organizations are not typical advertising clients and rely upon free channels, such as public service announcements.

19

3.3 IMPORTANCE OF ADVERTISING

Advertising is one of the oldest forms of public announcement and occupies a vital position in an organization's product mix. According to the American Marketing Association, Chicago, "Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor." To advertise means to inform (seen as the flow of information about a product or service from the seller to the buyer). However, advertising does not end with the flow of information alone. It goes further to influence and persuades people to take a desired action - like placing an order to buy a product. The consumer market has become highly competitive with a new brand being born almost everyday. Irrespective of the kind of product you are looking for, be it consumer durables like refrigerators, air conditioners, washing machines or fast moving consumer products (FMCG) the number of brands available is truly mind boggling. Naturally it is the prime concern of every marketer to promote their brand as a shade better than the competitors'. Advertising comes in handy here. However, simply informing a customer that a brand exists is not enough. Advertising should be targeted towards the prospective audience in such a way that it forms a positive impact on the customer and in the process creates brand recognition. Marketers generally target advertising campaigns at the groups of customers: First Time Users of a product - Customers who don't use that product category at all. The aim is to convince them to try that product. First Time Users of a brand - Consumers who don't use a particular brand but might be using a competitor's brand. The aim here is to convince buyers to switch from the competition product to theirs. Regular users of the brand - Buyers who are using the brand already. The aim is to serve as a reminder of the brand's benefits and convince them to continue using it. Launch a new brand into the market.

Irrespective of who the ad is targeted at, a firm that plans to spend on advertising, must make sure that advertising campaign creates a positive impression of the brand in the minds of the customer, creates a need in them to try the brand and a commitment to continue using it.

20

3.4 THE IMPORTANCE OF EMOTIONAL AND RATIONAL APPEALS IN CONSUMER BUYING BEHAVIOR.
Have you ever wondered how entrepreneurs can predict whether their products or services will sell? How can they predict who the customers will be and how much will they buy? Without such predictions you cannot put together a business plan or determine how much money you will need to start your business. Identifying the types of customers most likely to buy your product comes first. The same products do not always appeal to different groups. Such groups are defined as a specific target market. People in such a target market are defined by their age, location, cultural backgrounds, income, occupations, marital status, and behavior preferences. Census data and other research reports can tell you how many people there are in such target groups. Understanding why people spend their money in different ways is essential to predicting customer behavior. Psychologists have found that consumer buying behavior is first directed toward satisfying basic needs such as being hungry, thirsty, tired or in need of a place to live. Those with low income have less money left over from these "basic needs" to spend on more expensive "wants". Most people live above a basic survival level, and they make many purchases to fulfill needs other than just the basic ones. Customers may choose to buy a car, for example, for very rational reasons. They may be looking for the lowest cost, the best gas mileage, safety, quality of the materials, or other practical, rational motives. Or they may really base their car-buying decision on more emotional motives such as prestige among your social group, power to attract the opposite sex, and power of the engine. It is likely that the youth target group will be interested in buying a different type of car than a successful business person with a large family. Auto dealers use these differences to reach specific target groups with their advertising and sales messages. Buying motives include the following: RATIONAL * Durability * Economy in use * Economy in purchase * Handiness * Efficiency in operation * Dependability in use * Saving time EMOTIONAL * Pride of personal appearance * Social achievement * Ambition * Fe a r * Pleasure * Increased leisure time * Romance or adventure * Comfort * Cleanliness

21

Emotional motives may have a more important influence on the buying decision than rational motives. Many customers convince themselves that they have rational motives to justify an emotional purchase. Rational motives are conscious decisions, but emotional motives are often unconscious choices. Target markets are continuously changing, requiring the entrepreneur to watch for changes in the market of their products and services. Some of the changes to keep in mind include: Population changes, such as shifts in age distribution and greater mobility Size and distribution of income, increases in total purchasing power, the amount spent for "luxuries." Changes in lifestyle and attitudes A greater percentage of women in the workforce More leisure time More purchases on credit Higher overall educational level

Once you have identified your primary target market with an understanding of why that particular group or groups would buy your product, you must then look at your competition. Customers may choose to buy another similar product or they may even decide to spend their available income on a completely different product. Your share of the sales of competing products will help you decide approximately how many items you really could sell.

22

CHAPTER 4: EMOTIONAL AND RATIONAL APPEALS

4.1 What is an Advertising Appeal? An advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. It's something that moves people, speaks to their wants or need, and excites their interest. Often it is the underlying content of the advertisement; think of it as a "movie script". Don't confuse this with executional framework, that will be another topic. Deciding on an Advertising Appeal When y'all are deciding on a direction for your submissions, review the Creative Brief (specifically objectives section) for tone, the nature of the product, the preferences of the client (very important). Most importantly though, use your common sense and gut feelings. There are two major types of appeals. They are: Rational, Emotional Advertising Appeal In the global era, retaining a competitive edge over the competition and trying to wrest market share away from competitors remains difficult for firms, especially ones in mature markets. Using television advertising is one method marketers use to try and achieve these goals, even though some question the ability of TV advertising to affect consumer brand choice. Nonetheless, corporate advertisers continue to spend heavily on television advertising, according to the Journal of Advertising, "Marketers continue to spend large amounts of money on advertising, which is one of the most important and visible marketing tools" (Tellis and Weiss 1). However, advertisers use different types of psychological appeals to hopefully persuade consumers to choose their products. Fear, guilt, humor and promises of self-enhancement or an enhanced life are all routinely used to prompt consumers to buy everything from deodorant to luxury automobiles. In this analysis we will compare two TV advertisements which use self- enhancement and the promise of an enhanced life to pitch their products. Both commercials were aired during my viewing of them during the T.N.T. original movie, Pirates of Silicon Valley. The first advertisement was marketed by Mercedes Benz, for their new convertible. The second advertisement was marketed by the company that manufactures Nizoral AD, a dandruff shampoo. at by buying the product featured a person will definitely improve their social life. The man is literally attacked as a social outcast with pain, isolation, embarrassment and a pitiful lack of self-esteem because he has a few flakes of dandruff. Not only does the ad promise he will instantly change this situation if he uses Nizoral AD twice a week, but it also promises that he will instantly be the life of the party, including being attractive to all types of beautiful women who now ostracize him because of his dandruff problem. Certainly, one can see how this kind of advertising is used to create a desire or perceived need for Nizoral AD because it suggest use of the shampoo will not only alleviate dandruff, but it will also make
23

the user popular and highly appealing to the opposite sex. Of course, like many advertisements based on such appeals, the members of the opposite sex who will be instantly attracted to the Nizoral AD-using man are all beautiful, young and perfectly thin. Many experts in the field suggest that these kinds of advertisements actually do psychological damage to consumers, especially young consumers, who turn to socializing forces like the media to develop their own identity and self-esteem

4.2

Rational Appeals in Advertising

Rational appeals focus on the consumer's practical, functional, or utilitarian need for the product or services and emphasize features of a product or services and/or the benefits or reasons for owning or using a particular brand. The content of these messages emphasizes facts, learning, and the logic of persuasion. Rational -based appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute or provides a specific benefit that satisfies their needs. Their objective is topersuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs. Some of the tactics typically used in marketing communication that is framed upon the logical approach include: Listing Product Benefits - To use this method effectively, the advertisement must underscore consumer benefits rather than product features. Convincing Proof - This approach is based upon the premise, "Seeing is believing." Ads or commercials take the form of a product demonstration. Focus on the consumer's practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or benefits or reasons for owning or using a particular brand. Print media is well-suited for rational appeals. Used by business-tobusiness advertisers. Well-suited for complex and high involvement products.

24

 Types of rational appeal are as under: Feature appeal - It focus on the dominant traits of the product or service. These ads tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision. Competitive advantage appeal - It is used, the advertiser make either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes. Favorable price appeal - It makes the price offer the dominant point of the message. Price appeal advertising is used most often by retailers to announce sales, special offers, or low everyday prices.

News appeals - news appeal are those in which some type of news or announcement about the product, service, or company dominates the ad. This type of appeal can be used for a new product or services or to inform consumers of significant modification or improvement. Product/services popularity appeals - It stress he popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market.

4.3

Emotional Appeals In Advertising

Each of us enters the world as an irrational individual. For infants, feelings are everything. Our earliest response is to nonverbal communication. In the first years of life, mother's smile is comforting. Thunder is threatening. Life is simple. Meanings are clear. Then we invest 12 years or more in formal education to learn how to think rationally. By adulthood, it has become a habit. However, rational thinking is an overlay on the primal vocabulary that continues to influence our decisions and behavior. So, we invest in a certain stock because "it feels right." We vote for a candidate because "he can be trusted." We make a critical business decision based on our "gut feeling." Emotion-based advertising speaks the primal tongue. It communicates through design and color. Motion and stagecraft. Music and tonality. While the rational mind acts on logical relationships, the primal mind seeks symbolic relationships. Symbols are, indeed, the vocabulary of emotional marketing. Just as we instinctively trust the person with a warm, firm handshake, we have confidence in the announcer with a smile in his voice. The best radio and voice-over announcers understand this. They know just when to smile - even though they're not on camera.
25

The primal mind evaluates the photo in a magazine advertisement or a televised image just as it would a real life situation. We immediately recognize that the Marlboro man is a rugged individualist because we see his tattoo. He controls his destiny as we would like to be in command of ours. By emulating him, we, too, might find fulfillment

4.3.1 The Strength of Creativity And The Great Trap Frequently in advertising agencies, a battle line separates art directors from copywriters. The reason is easy to understand. Artists instinctively communicate through symbols. Writers, on the other hand, profess to speak to the rational and primarily verbal left hemisphere of the brain. This representation is simplistic. We are all familiar with great literature, which suggests underlying imagery through word choice and order. Great authors use their pen as an artist uses his brush, to invite us to read between the lines. When you feel the emotions of Jean Valjean, you sense the passion of Victor Hugo's pen. In the same way, skilled copywriters weave underlying meaning into marketing text. There is, however, a danger in embracing this approach. The idea of communicating to the non-rational, childlike mind sometimes transmutes into "We want to make our advertising fun." In the absence of strong leadership, the creative team loses its bearings. Once this happens, the team is be lured down the path of irrelevancy. At the end of the trip, they arrive in a land of style without substance. The problem generally begins with the (very rational) assertion that, "we must be creative to break through the clutter." In order to achieve this, the team tries to "think outside the box." Unfortunately, freeform thinking can lead the project away from both primal communication and rational persuasion. Done well, freeform thinking results in brilliant advertising successes: The AFLAC duck turned the name of this little-known insurance company into a household word and a powerful brand. Many local retailers have made repetitive use of an outrageous stunt, such as smashing their cash register, to create a "memory hook" in the prospect's mind. When character actress Clara Peller asked, "Where's the beef?" Wendy's increased its sales by 30%. (In this case, however, I would suggest that the tag line was a clever implementation of a rational sales point.)

The unfortunate reality is that most attempts to entertain the viewer result in meaningless irrelevancy, which fails to sway the prospect in any way at all.

26

4.3.2 Choosing the Dominant Mood The term "dominant mood" describes where the product's most important appeal resides on the scale between rational and emotional. Once we select the dominant mood for our brand, it will generally remain consistent throughout all marketing communication. Having said this, there are notable exceptions to this rule. An example that is familiar to cable TV viewers, ditech.com, comes to mind. This advertiser runs parallel campaigns. One (the rational campaign), features a stand up pitchman who outlines a list of logical reasons why you should choose ditech to refinance your home. The other campaign presents a buffoonish banker who "just lost another one to ditech." This surprisingly powerful campaign is "attack advertising in a velvet glove." At the conscious level, it's harmless and cute. At the gut level, this lighthearted campaign drives home two powerful messages that undermine the competition: 1) bankers are stuffy, foolish and socially inept, therefore not worthy of our respect; and, 2) the process of refinancing through a conventional lender is a paperwork nightmare The consumer's perceptions of (opinions about) the product or service define its subjective characteristics. These characteristics determine the appropriate dominant mood. Opinions of the advertiser should never decide the dominant mood. More importantly, the personal philosophy of the creative team should not define the dominant mood. Some advertising agencies develop a house style based on the philosophy of the creative team. For example, if the creative director is an artist, the shop might emphasize attractive design and emotional appeals. This is particularly true if the firm has built its reputation on handsome ads and awards. On the other hand, if the creative director learned his trade as a mail order copywriter, the work will likely emphasize rational appeals. The brand itself should always be the basis for the decision of dominant mood, which is selected by evaluating the product or service in several dimensions: Uniqueness - When your brand has a legitimate point of superiority, you can apply a rational approach. In order to be effective, the unique characteristic must be demonstrably beneficial to consumer. If there is no real difference between your product and its competition, a campaign aimed at the emotions may be your best strategy. Price of the Product or Service - The purchase of expensive items generally involves rational deliberation. Having said this, some marketers effectively use emotional appeals to sell big-ticket items. Automobiles and corporate jets are two categories that come to mind. Nevertheless, I'm confident that you would spend more time evaluating the relative attributes of private schools for your child than you would the ingredients in a candy bar. Consumer Perceptions of the Brand Category - Some categories naturally lean to one approach over the other. If I were creating a marketing message for work boots, I might offer 8 reasons why my client's brand offers more protection and better value.
27

On the other hand, were I persuading a man to buy a diamond bracelet for his wife, I'd concentrate on emotional appeals. Innovative or Intangible Products - The information revolution continues to spawn a stream of new product categories. From wireless technology to financial products, the consumer often can't understand why he needs any of these items - much less how to differentiate between brands. If you are introducing an innovative product, take it to market with rational information. On the other hand, if yours is an undifferentiated, old economy product, consider an emotional appeal that gives your brand a unique personality Importance to the Prospect - Rational appeals are generally more effective in selling products or services that might significantly contribute to the success of a business or to the fortunes of an individual. An executive looking for a consultant to turn his company around will be motivated by marketing communication that offers many persuasive, logical points. So, will an individual who is watching a "You Can Make a Million By Investing In Real Estate" infomercial on Sunday morning TV.

Conclusion Advertisers can achieve success with both rational and emotional appeals. Each has its place in the marketing toolbox. The challenge is to know which is right for your product or service.

28

CHAPTER : 5 RESEARCH ON THE COMPARATIVE STUDY OF EMOTIONAL AND RATIONAL APPEALS.

5.1 Research Methodology

5.1.1 Research Objective:

The aim of this study is to find out the effectiveness of advertising appeals (emotional and rational) in the minds of the consumers. To find out whether the gender plays an important role towards rational and emotional appeal. By comparing, emotional & rational appeals subsequently, it will be studied which out of the two is more effective for the different category.

5.1.2 Research Design: Descriptive Research

5.1.3 Research Plan:

Data Source: Primary Data Research Approach: Survey Research Research Instrument: Questionnaire

5.1.4 Sampling Plan:

Sampling size: 50 Sampling Procedure To have comparative study of emotional and rational appeal I used some advertisement in which there are advertisement which contains emotion and other which contains information regarding the product or services. The main focus of this study is to find out that which appeals the most and also that whether gender plays any role towards different appeal. We used 24 advertisements which were shown to the audience and than asked them to fill up the questionnaire.

29

Chapter 6 : Findings and Analysis

1. Do you like to see advertisements? Yes No Total NO. of responders 49 1 50 % 98 2 100

NO. of responders in %
120 100 80 60 NO. of responders in % 40 20 0 NO. of responders in %

Yes 98

no 2

There are 98% of the respondent said that they like advertisement. There is only 1% who said they don't like to see advertisement. So it shows that most of the consumer like to see ads and get information about the product through that.

30

2. If yes, than which kind of advertisement you like to see? Informative Emotional Total NO. of responders 27 23 50 % 54 46 100

NO. of responders in %
56 54 52 50 48 46 44 42 NO. of responders in % Informative 54 Emotional 46 NO. of responders in %

Respondent who like the advertisement said that they like rational ads more than emotional ads. As it gives clear idea about the product or the service the company is offering to consumer.

31

3. Which medium appeals the most to you in terms of watching advertisement? T.V Magazine Newspaper Radio Bill Boards Internet Total NO. of responders 48 0 1 1 0 0 50 % 96 0 2 2 0 0 100

NO. of responders in %2
120 100 80 60 40 20 0 0 NO. of responders in %2 T.V 96 Magazine 0 2 Newspaper 2 2 Radio 2 0 Bill Boards 0 0 Internet 0 96

96% of the respondents like to see ads in T.V. than in any other medium. Its most preferable medium which attracts more to the consumer than radio and newspaper.

32

4. To what extent do advertisements influence your purchase? 0-20% 21-40% 41-60% 61-80% 81-100% Total NO. of responders 13 13 19 5 0 50 % 26 26 38 10 0 100

NO. of responders in %
40 35 30 25 20 15 10 5 0 NO. of responders in % 0-20% 26 21-40% 26 41-60% 38 61-80% 10 81-100% 0

Through this we can come to know that advertisement plays very important role in influencing the consumer. 38% of the consumer said that advertisement influence them to purchase product or services up to 40-60%.

33

5. Out of the advertisements shown to you, which advertisement did you like the most? NO. of responders 11 3 4 3 19 2 1 1 1 5 50 % 22 6 8 6 38 4 2 2 2 10 100

Airtel Idea(abhishek) Idea(Bandar) HDFC Surf Excel Center shock Dairy milk Perk Nokia no one

Total

NO. of responders In %
10 2 4 6 8 38 6 2 2 22

Airtel Center shock

Idea(abhishek) Dairy milk

Idea(Bandar) Perk

HDFC Nokia

Surf Excel no one

Surf excel ad is most likely by the respondent while the 2nd most preferred ad is of Airtel. In both advertisements emotional appeal has been used. If we see carefully than ads liked by the respondent are emotional ads.

34

6. Which part of the ad makes you consider that is interesting?

Funny Informative Emotional Celebrity Total

NO. of responders 33 5 12 0 50

% 66 10 24 0 100

NO. of responders in %
70 60 50 40 30 20 10 0 NO. of responders in % Funny 66 Informative 10 Emotional 24 Celebrity 0

Most of the respondent like the humorous which make them laugh. 66% of the respondent said that they like funny ads while 24% said they like emotional ads. Only 10% of the respondent like informative ads.

35

7. Out of the advertisements shown to you, Which advertisement do you like the most in particular category? (Only one) In advertisement shown to the respondent there are emotional and rational ads are taken by me. To find out that which appeal respondent prefer for the particular category I choose three categories. They are Services, FMCG, and Consumer durable.

Service 1. Airtel 2. Idea(abhishek) 3. Idea(Bandar) 4. Idea(50 paise) 5. ICICI pru 6. Aviva 7. Met life 8. HDFC Total

NO. of responders 23 3 13 0 4 0 0 7 50

% 46 6 26 0 8 0 0 14 100

NO. of responders
14 0 8 0 46 1. Airtel 2. Idea(abhishek) 3. Idea(Bandar) 4. Idea(50 paise) 5. ICICI pru 6. Aviva 26 7. Met life 8. HDFC 6

In the service sector the advertisement which people like the most is Airtel with 46%. While 26% of the respondent like idea (bandar).

36

FMCG 1.Surf Excel 2. Wheel 3.. Ariel 4. Rin advance 5.Center shock 6. Dairy milk 7.Dairy milk(Rs. 5) 8 . Perk Total

NO. of responders 34 0 1 1 10 4 0 0 50

% 68 0 2 2 20 8 0 0 100

NO. of responders in %
8 0 1.Surf Excel 20 2. Wheel 3.. Ariel 4. Rin advance 5.Center shock 2 2 0 6. Dairy milk 68 7.Dairy milk(Rs. 5) 8 . Perk

Surf Excel is the most likely advertisement in the FMCG sector. While on the 2nd one is the ad of Center shock

37

Durable 1. Compaq 2.Essar 3.Nokia 4.Nokia Slim 5.Videocon 6.Voltas 7. Godrej 8.L G Total

NO. of responders 3 0 11 4 18 7 4 3 50

% 6 0 22 8 36 14 8 6 100

NO. of responders in %
4 8 6 0 1. Compaq 22 14 2.Essar 3.Nokia 4.Nokia Slim 5.Videocon 6.Voltas 8 7. Godrej 8.L G 36

For the consumer durable also the ads which is more likely by the respondent is the ad of Videocon AC. This is the funny ad the person has ever seen. Nokia is the 2nd which

38

8. Do these advertisements influence you to purchase the product?

Yes No Total

NO. of responders 25 25 50

% 50 50 100

NO. of responders in %
60 50 40 30 20 10 0 NO. of responders in %

Yes 50

No 50

50% of the respondent said that advertisement shown to them can influence them to purchase the product or the service. But there are also remaining respondent said that those advertisement can't influence them to purchase the product or services.

39

9. If yes, which advertisement do you feel can influence purchase? NO. of responders 22 2 2 8 2 2 8 4 50 % 44 4 4 16 4 4 16 8 100

Airtel Idea(Bandar) ICICI pru Surf Excel Rin advance Center shock Dairy milk Nokia Total

NO. of responders in %
8 Airtel 16 44 4 4 Idea(Bandar) ICICI pru Surf Excel Rin advance Center shock Dairy milk 16 4 4 Nokia

The advertisement of Airtel can influence the most to purchase the product according to the 44% of the respondent. Which is an emotional advertisement and other one advertisement is of Surf excel and also emotional advertisement.

40

10. What kind of appeal according to you is appropriate for consumer durables like bikes, mobile, T.V etc? NO. of responders 12 38 50 % 24 76 100

Emotional Informative Total

NO. of responders in %
80 70 60 50 40 30 20 10 0 NO. of responders in % Emotional 24 Informative 76

Most of the Respondent said that informative appeal is more appropriative for the consumer durable. While there are only 24% of the respondent said that emotional appeal is appropriate.

41

11. What kind of appeal according to you is appropriate for FMCG chocolate, soaps, Detergents? NO. of responders 41 9 50 % 82 18 100

Emotional Informative Total

NO. of responders in %
90 80 70 60 50 40 30 20 10 0 NO. of responders in % Emotional 82 Informative 18

For the product like the fast moving consumer goods emotional appeal is more appropriate according to the 82% of the respondent.

42

12. What kind of appeal according to you is appropriate for services like insurance, banking, Telecom etc.? NO. of responders 26 24 50 % 52 48 100

Emotional Informative Total

NO. of responders in %
53 52 51 50 49 48 47 46 NO. of responders in % Emotional 52 Informative 48

Again for the services emotional appeal is more appropriate as 52% of the respondent said that. But in this case there are 48% of the respondent said informative appeal is also appropriate. In the ads for the services it is necessary to give information about the product as without that consumer will not get the clear picture of the service the company is offering.

43

13. In general, what kinds of ad are more appealing to you? NO. of responders 25 25 50 % 50 50 100

Emotional Informative Total

NO. of responders in %
60 50 40 30 20 10 0 NO. of responders in %

Emotional 50

Informative 50

In general, its equal ration for the emotional and rational appeal. It shows consumer like both appeals equally.

44

Hypothesis testing:
Hypothesis: The main object is to find out whether gender and the type of advertisement preferred are independent of eachother or not. To do analysis here Chi-Squre is used. HO : Gender and the type of ad preferred are independent of each other. H1 : Gender and the type of ad preferred are dependent of each other. Actual Informative Emotional Female Male 3 22 10 15

Here the actual data is compared with the expected. The probability I found is 8.5166E-05. Here, probability is less than alpha which is 0.05 and it also lies in the negative region so the null hypothesis is rejected. So we can say that gender and the type of ad preferred are dependent on each other.

45

Chapter 7 : Conclusion
Most of the respondent prefers the emotional advertisement than the rational advertisement. This shows that emotional ads are more effective. Consumer likes to see the ads which are of funny nature which can entertain them. For the consumer durable consumer thinks that rational advertisement is preferred over emotional advertisement. While for the FMCG product emotional advertisement is more appropriate than rational advertisement. For services emotional advertisement is appropriate as per the consumer. While Gender and the type of ad preferred are dependent on each other, it shows that there is difference in the preference of female and male. Females prefer emotional advertisement over rational advertisement.

46

Bibliography
Websites www.mediaknowall.com www.learnthat.com www.orwig.net http://adsoftheworld.com Book Advertising and promotion by George E. Belch & Michale A. Belch

47

48